Competition of Brands - Or of Business Models ?

Abstract : The article discusses methods to build a product brand. Brands have long been accepted as ways of creating customer loyalty and driving corporate growth. Marketers can capitalize on this by building a company's brand from within, but they must make sure not to fall in love with the brand itself and forget the bigger picture.
Type de document :
Article dans une revue
Advertising age, Crain Communications, 2007, 78 (9), pp.16
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Contributeur : Amaury Bouvet <>
Soumis le : dimanche 27 janvier 2013 - 17:25:41
Dernière modification le : dimanche 27 janvier 2013 - 17:27:22

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  • HAL Id : hal-00781527, version 1

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Jean-Noël Kapferer. Competition of Brands - Or of Business Models ?. Advertising age, Crain Communications, 2007, 78 (9), pp.16. 〈hal-00781527〉

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